Hair Care in South Korea

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Executive Summary

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TRENDS

Hair care witnessed faster current value growth in 2015 than in 2014. Rising sophistication among consumers meant they were increasingly educated about international hair care trends as well as products, during the end of the review period. This thus raised their demand for hair care products that can provide holistic benefits and ensure their hair receives the best care.

COMPETITIVE LANDSCAPE

LG Household & Health Care Ltd registered the strongest increase in value share among all players in 2015 to reach 26%. This meant it overtook AmorePacific Corp as the leader in hair care during 2015. The player’s Elastine brand was one of the key gainers during 2015, as its holistic offering in hair care attracted consumers.

PROSPECTS

Hair care is expected to post value growth over the forecast period at constant 2015 prices, albeit at a slower rate than in 2015. The essential nature of hair care, especially shampoos, will support continued growth, though high penetration will limit the category’s overall growth pace in the forecast period.

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